Goodison For Everton Study

GOODISON FOR
EVERTON
REDEVELOPMENT
OF
GOODISON PARK
LIVERPOOL
FEASIBILITY STUDY
PART A
PART B
PART C
W A RD
McHUGH
A SSO C I A T ES
SHEFFIELD
GOODISON FOR EVERTON
REDEVELOPMENT OF GOODISON PARK

LIVERPOOL
FEASIBILITY STUDY
PART A
WAR D
McHUGH
ASSOCIATES
SHEFFIELD
This Feasibility Study attempts to demonstrate how it would be possible to redevelop
Goodison Park into a state of the art soccer stadium that would become a national and
international venue.
The Study investigates two options of redevelopment, firstly a scheme that provides a 50 000
seater stadium on the existing footprint, and secondly, a scheme that provides a 55 000 seater
stadium but in the context of a wider redevelopment of the locality - a vision that could help
regenerate the economic vitality of the whole area.
Both options allow for a phased renewal that would enable Everton FC to continue to play at
Goodison Park whilst redevelopment was carried out.

A NEW GOODISON PARK
Despite the tradition, the history, the heroes, the memories and the achievements of Everton Football
Club, the current Ground at Goodison Park is outdated, outmoded and from the outside looks more
like an industrial complex than an exciting entertainment venue.
The main criticisms of the Ground could be summarised as:
• inadequate capacity
• inadequate facilities
• low income generation
• high maintenance costs
• continually upgrading to achieve safety requirements.
A new stadium on the existing site would not only remain as the true focal point to continue the
tradition of Everton as a Football Club, it would also ensure that Everton maintain their reputation as
being at the forefront of innovative stadium development that has been their hallmark for over 100
years.
A new Stadium would provide:
• a national and international venue
• a capacity of 50 000 on the existing footprint, or a capacity of 55 000 if part of a wider
redevelopment
• kudos for the Club and the City of Liverpool if it was rebuilt - as a new Stadium - on the
present site
• excellent uninterrupted views for all spectators
• safe, comfortable and convenient facilities for all spectators
• significantly increased opportunities for income generation

• a new ground that would incorporate the traditional features of Goodison Park and help
provide instant loyalty
• a development that could kickstart the regeneration of the local community and local
economy
• a football club that remains the focus of the local community and part of the local fabric
- physically - commercially - and socially
• a developmant that would receive support from the City and Community, and therefore
access to additional funding sources.

DESIGN CRITERIA
A number of assumptions have been made in order to establish the criteria for a new Ground.
These assumptions may not necessarily coincide with Everton Football Club’s aspirations and
requirements - but first and foremost - this Study attempts to illustrate that Goodison Park can be
redeveloped in a manner that would place it amongst the top Grounds in the Premiership, the country
and indeed Europe. It could also play as significant a part in a future World Cup competition as it
did in 1966.
OPTION 1
The main assumptions were as follows:
• A capacity of 50 000:
this figure was chosen as being the best compromise that could demonstrate the feasibility of
providing an economically realistic facility whilst allowing the Ground to be redeveloped
substantially on the existing footprint
• Maintain the existing pitch orientation:

although not ideal, maintaining the existing pitch in the same orientation - but taking the
opportunity of moving/adjusting the grass surface during phased developments - allows the
Ground to be redeveloped in phases, provides a playing area of 68m x 105m (in accordance
with both FIFA and UEFA’s recommendations for World Cup and European Championship
finals) and immediate surrounds that also comply, but which keep the spectators as close to
the pitch as possible
• Provide optimum conditions for all spectators:

the design of the seating decks will provide unobstructed views of the whole of the playing
surface with both sightlines and seating in accordance with FSADC recommendations
• Provide good facilities for all spectators:

the design allows for incorporating additional features over what is normally provided,
including supporters clubs’ bars and lounges - some with pitch views - but intended to attract
supporters to the Ground earlier and increase the spend per head
MAP OF EXISTING SITE
ILLUSTRATION
ILLUSTRATION 2
ILLUSTRATION 3
CROSS SECTION OF STAND

Provide commercial areas for maximum generation:
the design allows for an intermediate middle tier that can be used as a premium seating area
- backed by either lounges, hospitality boxes or suites - all with pitch views - providing a
total of approximately 3000 seats that can be sold in premium commercial packages.
In addition, there are further areas that can be used to provide commercial ticketed packages
should the demand be generated
• A phased redevelopment:
by phasing the renewal of the Stands it will be possible to enable Everton to continue to play
all their matches at Goodison Park maintaining a minimum capacity of 30 000 at any one
time.
• Create a new Ground uniquely Everton FC

provide an exciting, impressive design that is at the forefront of Stadium design whilst
maintaining features that are uniquely associated with Goodison Park and evoke the
atmosphere and traditions of the past.
PHASING PROPOSALS
CURRENT GROUND CAPACITY: 40 179
Comprising: Main Stand 12 402

Bullens Road 10 759
Gwladys Street 11 052
Park End Stand 5 966
Maximum time will need to be gained at both ends of the “Close Season” to provide the fullest
opportunity for construction periods. Completion or sectional completions of each construction
phase can be arranged to ensure that overall capacity is maintained at the highest levels possible and
in consultation/agreement with the safety authorities. Also rearranging/rescheduling home fixtures
from the start to later in the season would provide additional weeks for construction periods to be
completed.
Phasing, therefore, assumes construction starts early May, with a 10-month overall construction
period for Stands on the long side of the Ground and nine months for Stands on the short side of the
Ground. Full fitting out of specialist areas would take a further two months.
Four floodlight pylons are proposed for the new Stadium for a number of reasons - but in particular
to enable the floodlighting to be provided in a phased manner and maintained at all times during
periods of redevelopment that overlap the football season - and thus avoid temporary installations or
having to rely on roofs being completed before floodlights can be permanently installed and
commissioned.
Redeveloping the Bullens Road Stand first will enable all the Club’s facilities to be provided
including new offices and ticket selling areas, changing rooms and Players facilities, Chairman’s
offices and Directors suites - whilst the existing facilities are still in use - thus ensuring minimum
disruption when the “changeover” occurs.
The Bullens Road Stand could also include significant income generation facilities such as
hospitality boxes, suites and lounges that can be designed to function 365 days a year - to help secure
the fullest possible income stream from the new development at the earliest opportunity.
OPTION 1 Capacities
PHASE 1: 40 179
Demolish Bullens Road Stand - 10 759
29 420 Start of Season
Rebuild new Stand - Lower Tier + 7 600
37 020 end September
Complete New Stand + 6 650
43 670 end February
PHASE 2: 43 670
Demolish Goodison Road Stand - 12 402
Complete new Stand + 6 650
45 518 end February
PHASE 3: 45 518
Demolish Gwladys Road Stand - 11 052
Rebuild New Stand - Lower Tier + 5 760
40 226 end August
45 216 end January
PHASE 4: 45 216
Demolish Park End Stand - 5 966
45 010 end August
50 000 end January
The above phasing plan allows for the Ground to be fully redeveloped in 3.75 years from start to
finish. It would be possible, however, to achieve full redevelopment in 2.75 years by combining
Phase 3 and Phase 4, ie the short sides of the Ground, and carrying out the work simultaneously
would provide the following capacities:
Capacities:
PHASE 3: 45 518
Demolish Gwladys Street - 11 052
Rebuild New Stands - Lower Tiers + 11 520
Complete New Stands + 9 980
50 000 end February
IMPACT OF A NEW GOODISON PARK - A WIDER VISION
OPTION 2
A redeveloped Goodison Park could provide a major benefit to the locality - but it could also have
many significant dis-benefits - with an increased capacity and more intensive all-year-round use.
The GFE have consulted a broad base of interested and involved organisations and authorities to
discuss the impact that a new redeveloped Goodison Park may have.
There has been a quite remarkable level of positive comment from all sections concerning how it
would not only be possible, but in many respects be both preferable and beneficial to the local
community and the City for Goodison Park to be redeveloped and for Everton FC to continue in a
new purpose-built Stadium.
The response was such that it encouraged the GFE to consider a wider vision, and investigate how
associated development could help provide a broader economic base to better sustain the financial
aspects of the redevelopment of a new soccer Stadium and help with the economic regeneration of
the locality.
A number of options were considered - all physically capable of being accommodated - but with
differing benefits and synergies for Everton FC - and for the City.
To pursue such a vision would require the close cooperation of Everton FC with the City and the
community. Many noticeable and recent examples of very successful developments have been made
possible by a partnership approach between a soccer club and a local authority, where a club has
been able to redevelop a new ground and the City and community have benefited greatly.
Such an approach would possibly enable Everton FC to consider a more optimum development - one
that was less constrained by current circumstances and existing footprints - and which would provide
an opportunity to realise a more ambitious and farsighted vision for Goodison Park as a soccer
ground and Everton FC, the Club.
A wider redevelopment concept would allow more “elbow room” and enable a new stadium achieve
a more satisfactory fit on its existing site as well as providing a broader economic base for
redevelopment.
In addition to the assumptions given for Option 1 above, the second Option is based on the following
additional assumptions:
• A capacity of 55 000
This figure is more in line with current trends and the potential for certain Premiership
clubs to maximise their opportunities. It would perhaps ensure that Goodison Park
would once again be among the select of national and international soccer venues
• Additional commercial potential

The larger capacity doubles the provision of premium seating areas to a total of 6000 to
allow for enhanced income generation
• A more appropriate setting

By considering the wider redevelopment of the locality it creates the opportunity to
provide a more appropriate and impressive setting for an international soccer venue.
ILLUSTRATION 4
ILLUSTRATION 5
ILLUSTRATION 6
ILLUSTRATION CROSS
SECTION 55 000
OPTION 2 Capacities
PHASE 1: 40 179
Demolish Bullens Road Stand - 10 759
Complete New Stand + 6 200
44 980 end February
PHASE 2: 44 980
Demolish Goodison Road Stand - 12 402
48 138 end February
PHASE 3: 48 138
Demolish Gwladys Road Stand - 11 052
Rebuild New Stand - Lower Tier + 7 190
44 276 end August
49 026 end January
PHASE 4: 49 026
50 250 end August
55 000 end January
Again, if Phases 3 and 4 were carried out simultaneously then the following capacities would be
provided:
Capacities:
PHASE 3: 48 138
Demolish Gwladys Street - 11 052
Rebuild New Stands - Lower Tiers + 14 380
Complete New Stands + 9 500
55 000 end February
COSTING PROPOSALS
A number of new stadia have been built recently which provides a good indication of likely build
costs for a redeveloped Goodison Park. Average costs for new stadia range from £650-£1000/seat,
but these costs include oncosts of site preparation - often involving contaminated sites - and
infrastructure provision, as well as forming and setting a new pitch.
By redeveloping Goodison Park, not only would land ownership costs be avoided, but site
preparation costs would be minimal. There would be infrastructure costs that would include
upgrading the capacity of utility services and the installation of new floodlighting, but overall the
cost per seat for redevelopment would be lower than new-build, even allowing for phased rebuilding.
Ignoring land acquisition costs we believe that the following assumptions are realistically based
anticipated build costs:
New build stadium: £810/seat

Redeveloped stadium: £750/seat
These figures would mean therefore that the costs for the two options would be:
OPTION 1 - 50 000 seat capacity: £37.5 million

The above cost estimates would provide for a very good quality, fully fitted out new stadium,
redeveloped in phases and with excellent facilities that could be used on non-match days throughout
the year.
Initial redevelopment costs would be significantly reduced by rescheduling the comprehensive fitting
out of various Stands in order to be able to respond to demand over time.
Assuming the short sides of the Ground were not fully fitted out but the long sides were, this would
produce costs to compare with the above of:

OPTION 2 - 55 000 seat capacity: £35.28 million.
FINANCIAL REVIEW OF PROPOSALS
The aim of this financial review is to:
• provide an illustration of the key differences between a redevelopment and a new build
• provide an example of the likely cash flows from the proposals for the redevelopment of
Goodison Park.
Using conservative assumptions it can be shown that the redevelopment of Goodison Park will repay
itself.
Direct comparison of redeveloping Goodison against building a new stadium shows a lower funding
requirement on redevelopment.
The Club should seriously consider expanding the capacity to a 55 000 seater option or even beyond.
Cash Flow
The cash flow has deliberately used conservative assumptions. Nineteen Premier League games are
assumed with just one home cup game. Nothing is assumed about Europe. The “New Stadium
Effect” of increasing attendances is assumed to be around 40% of the usually observed effect. An
interest rate of 12% has been used to cover future rises. A full list of assumptions is shown in
Appendix 4.
It is assumed that Everton would be able to finance £20 million of the development from advance
sponsorship, corporate entertaining, grants and share issues. Such a capital injection serves to
increase profits by reducing the interest burden and gives a large “comfort” margin. The proposals
will, however, pay back without the initial injection.
Three cash flows are included. Appendix 1 develops the proposals for rebuilding the stadium on the
current footprint. Appendix 2 gives a comparison for the same stadium being built, but on a new site.
Appendix 3 begins to develop the wider redevelopment proposals for expanding the stadium capacity
to 55 000.
An unavoidable cost of the rebuilding option.Against this should be set the increased capacity of
the rebuilt stands and the financially beneficial effect of the added ‘’premium’’ seating.
In working the cash flows three sets of assumptions have been followed.The first was to assume
that Everton will sell,as a proportion of available seats,the same proportion as for the 197/98 sea-
son.An exception was made for those periods where capacity will fall below the present average
attendance of 35 353.When the capacity falls below this level it has been assumed that all seats
will be sold.
On this basis the increase in capacity from the new stands,by October in the second year.All the
losses caused by the initial drop in capacity are recouped by the end of the second year.
For inclusion in the cash flow analysis it has been assumed that some ‘’New Stadium Effect’’(see
below) will arise.The assumption is that attendances in the new 50 000 seater stadium will average
45 000 rather than the 44 000 predicted by the ‘’current percentage’’ sold.It has also been assumed
that this increase in attendances will occur in proportion to the additional capacity.
For the increased capacity cash flow average attendance of 50 000 has been assumed.
In all the calculations the net effect of capacity variances becomes beneficial before the stadium
has been completely redeveloped.The increased capacity generated can be used to part fund the
further development.By contrast a new build stadium will only begin to contribute when its
complete,the full build cost will need to be expended before any is recouped.
The peak level of funding required for a redevelopment is considerably lower than that for a new
build,as Appendices 1 and 2 show.
If a new build however can be completed earlier (in Sunderland's case,within 1 year),rather than
the two years assumed for a new 50 000 seater stadium in this report,then the full rather than par-
tial benefits flow earlier,and a new build makes more profit earlier than a redevelopment.
Loss of Capacity
The inevitable loss of capacity and, therefore, gate receipts on demolition of the stands to be
redeveloped is an unavoidable cost of the rebuilding option. Against this should be set the increased
capacity of the rebuilt stands and the financially beneficial effect of the added “premium” seating.
In working the cash flows three sets of assumptions have been followed. The first was to assume that
Everton will sell, as a proportion of available seats, the same proportion as for the 1997/98 season.
An exception was made for those periods where capacity will fall below the present average
attendance of 35 353. When the capacity falls below this level it has been assumed that all seats will
be sold.
On this basis the increase in capacity from the new stands and the premium seating income, begins to
outweigh the loss from demolitions of stands, by October in the second year. All the losses caused by
the initial drop in capacity are recouped by the end of the second year.
For inclusion in the cash flow analysis it has been assumed that some “New Stadium Effect” (see
below) will arise. The assumption is that attendances in the new 50 000 seater stadium will average
45 000 rather than the 44 000 predicted by the “current percentage” sold. It has also been assumed
that this increase in attendances will occur in proportion to the additional capacity.
For the increased capacity cash flow an average attendance of 50 000 has been assumed.
In all the calculations the net effect of capacity variances becomes beneficial before the stadium has
been completely redeveloped. The increased capacity generated can be used to part fund the further
development. By contrast a new build stadium will only begin to contribute when it is complete, the
full build cost will need to be expended before any is recouped.
The peak level of funding required for a redevelopment is considerably lower than that for a new
build, as Appendices 1 and 2 show.
If a new build however can be completed earlier (in Sunderlands case, within one year), rather than
the two yeare assumed for a new 50 000 seater stadium in this report, then the full rather than partial
benefits flow earlier, and a new build makes more profit earlier than a redevelopment.
How Big Should the Stadium Be?
When Goodison Park was first built gates increased. When Ajax moved into their new stadium gates
increased. When Northampton moved into their new stadium gates increased. When Sunderland and
Reading moved into their new stadium and got relegated gates increased. Now or then, Premiership
or Nationwide, UK or overseas it does not appear to matter. New stadiums increase attendances.
There are many reasons for this “New Stadium Effect”. Views are better, that last 5 000 seats with
restrictive views are no longer restricted. Facilities are better. A lot may be down to people
attending a match “just to see what all the fuss is about” and finding out how exciting it is. Whatever
the reasons it has to be said that the effect exists and is big - two thirds increase in attendances is
about average, the above costings assume 28.5%.
An increase in capacity does not have to sell out to be financially profitable. At an incremental cost
of £500 per seat extra interest of 12% x £500 = £60 will be incurred.
That will be covered by sales for just five matches at £14.50 (giving £14.5 x 5 = £72.50). The
surplus of £72.50 - £60 = £12.50 can be used to reduce the loan to £487.50. The following season,
with seat prices now at £15.15 and the lower loan generating interest of £58.50, five sales produce a
surplus of £17.25. The surplus continues to accelerate until, in this very marginal example, the seat
pays for itself in 11 years, selling
the seat 6 times a year repays in 9 years, 7 times repays 7 years and so on. The question is not “can
we fill the stadium” but “can we fill the stadium about six times a year”.
In order to allow realistic comparisons with the Club’s existing plans to build a 50 000 seater stadium
this review has limited itself to examining this capacity. The board should be aware that the
profitability, cash flow and self-funding nature of the redevelopment can all be enhanced by
increasing the end capacity.
APPENDIX 1
PHASE 1
PHASE 2 W A RD
McHUGH
TITLE A SSO C I A T ES
GOODISON FOR EVERTON CAMPAIGN

RE-DEVELOPMENT PROPOSALS -PHASING STRATEGY 1
PHASE 3
W A RD
McHUGH
A SSO C I A T ES
TITLE

PHASE 1
PHASE 2
W A RD
McHUGH
TITLE A SSO C I A T ES

PHASE 3
PHASE 4 W A RD
McHUGH
A SSO C I A T ES
TITLE


LIVERPOOL
FEASIBILITY STUDY
Part B
WAR D
McHUGH
ASSOCIATES
SHEFFIELD

LIVERPOOL
FEASIBILITY STUDY
SUPPLEMENTARY REPORT
WAR D
McHUGH
ASSOCIATES
SHEFFIELD
This Supplementary Report attempts to identify and quantify further sources of funding and
income in addition to that previously assumed in the main Feasibility Study.
It also confirms that a phased redevelopment better manages capital loan requirements by
enabling accelerated income streams to pay back capital and interest earlier, thus minimising
indebtedness.
This Supplementary Report as well as the previous Feasibility Report was produced in
conjunction with and help from Tony Lloyd ACA (0370 921659).
John Dix of Deloitte & Touche Management Solutions (01727 839000) has helped in
identifying and quantifying the additional income sources. Although he has reservations
regarding certain assumptions that have been made, believes that further more detailed
studies are required to test and confirm these assumptions.

LIVERPOOL for EVERTON FOOTBALL CLUB
GOODISON
for INTERNAL VIEW OF THE STADIUM
EVERTON
W A RD
McHUGH PROPOSED NEW 55 000 SEAT STADIUM
A SSO C I A TES
Further considerations have been made regarding the financing of the redevelopment proposals,
together with consultations carried out to investigate potential, additional income sources and their
effect on Everton Football Club’s ability to fund the whole project.
It is clear that redevelopment of the existing site provides many considerable advantages over
relocation to a new greenfield(?) site, these are:
• potentially large savings can be made by avoiding the infrastructure costs that would be
required to develop a new site
• redevelopment of the existing site is likely to prove to be overall, the quickest way of
providing a new Stadium
• redevelopment of the existing site - with an existing use - is more likely to receive the
necessary approvals, when compared with the uncertainty - and possible timescale - of
obtaining approval for a stadium on a new greenfield(?) site
• phased redevelopment allows the Club to refine or amend proposals, to revise the content
and cost of each phase in response to levels of demand generated by previous phases
• phased redevelopment allows for phased funding - minimising overall levels of debt.
Set against these potential advantages, the disadvantages would be limitations on ground capacity
during redevelopment phases (reduced to a 30 000 minimum for a limited number of matches), the
impact on supporters of a “building site” over the redevelopment period (which could be between
2.75 to 3.75 years), and the limited potential for commercial development to help fund the new
Stadium.
However, it would appear to be the case that not one of the new stadia that has been completed or
currently contemplated, has been or will be built without significant grant aid, either in the form of
European or Lottery money, free land, contribution to infrastructure costs or politically expedient
planning consents on commercially valuable land.

All of which makes a compelling argument in favour of redevelopment rather than relocation.
The previous Report assumed that £20 million of finance would be available from advance
sponsorship, corporate entertaining, grants and share issues as capital contribution. We have
identified how some of this additional finance could become available and the potential contributions
are based upon the following assumptions:
• Advance Sponsorship
In line with the trend to “name” new stadia and with Everton’s status it would be reasonable
to assume that naming individual stands and branding the new Stadium could provide an
annual income of £500 000 - or a capital sum of £2.5million structured as front-end
contributions to coincide with development phases
• Corporate Hospitality
Currently, Everton FC has a limited income from hospitality boxes - eleven 10-person boxes
at
£22 500 per season. It is understood that there is a long waiting list, but for a Premiership
Club this is a remarkably low number. A feasible level of provision in comparison with
Premiership Clubs of comparable status would be in the order of 50 hospitality boxes.
Assuming therefore an additional 39 boxes, then this could generate an additional net income
of £650 000 per annum.
Alternatively, pre-selling of hospitality boxes on, say, a 3-year lease would provide a capital
sum of £22 500 x 50 x 3 = £3 375 000, again, structured as front-end contributions to
coincide with development phases.

• Grant Aid
From a number of consultations made it would appear unlikely that grants would be
available or be of any significance in the funding of a redeveloped Goodison Park on a
purely soccer base.

GOODISON
for
EVERTON

W A RD LIVERPOOL for EVERTON FOOTBALL CLUB
McHUGH
A SSO C I A T ES
PROPOSED NEW 55 000 SEAT STADIUM
It is possible that sources of grant aid would exist on a base case of creating an international
venue, but for the purposes of this Study capital contributions from grant aid have been
ignored.
• Development Land
The land adjacent to the proposed Stadium - approximately 5 acres - is assumed to be
capable of being acquired for £5 million.
This sum was factored into the cash flow model in the Feasibility Study (Appendix 3) and is
in addition to the £41.25 million cost identified for a new 55 000 capacity Stadium.
It is considered a feasible proposition to pre-sell this land for £4 million. This proposition is
based on an assumption that there is a political will within the City for Everton to remain at
Goodison Park and that the “wider vision” articulated in the Feasibility Study that would
allow for a 55 000 capacity Stadium, will be realisable.
• Share/Rights Issue
In any comparable project of this nature funding organisations would expect equity
contribution to form part of the overall capital sum raised - possibly in the order of 30% of
the total requirement.
The potential capital contribution could therefore comprise the following:
• Advance Sponsorship 2 500 000
• Corporate Hospitality 3 375 000
• Development Land 4 000 000
TOTAL: £9 875 000

This would therefore leave a balance to be found from equity contribution in the order of £10
million, out of a total project cost of some £46 million.
The beneficial effect of being able to phase the development of the new Stadium can be seen from
the following simplified summary:
• Advance income from Land, Sales and Sponsorship 10 000 000
• Equity contribution 10 000 000
• Maximum indebtedness (overdraft) paid for by additional capacity 11 000 000
(Appendix 3)
• Enhanced income streams throughout redevelopment period 15 000 000
TOTAL: £46 000 000
It is understood that the above financial plan represents only one possible approach to structuring the
project development costs, and that this may not be the way Everton FC would choose to do it.
Nevertheless it does represent and illustrate how the redevelopment of Goodison Park would appear
to be a feasible proposition.
GOODISON
for
EVERTON

W A RD LIVERPOOL for EVERTON FOOTBALL CLUB
McHUGH
A SSO C I A T ES
PROPOSED NEW 55 000 SEAT STADIUM

LIVERPOOL
Final Submitted Report to Everton FC.

FEASIBILITY STUDY
JUNE 2000
PART C
WAR D
McHUGH
ASSOCIATES
SHEFFIELD
This Feasibility Study attempts to demonstrate how it would be possible to redevelop
Goodison Park into a state of the art soccer stadium that would become a national and inter-
national venue.
The Study investigates two options for redevelopment.Firstly a scheme that provides for a
55 000 seater stadium with commercial development within the footprint of the new sta-
dium,and secondly,a scheme that provides for a 55 000 seater stadium with the commercial
development located separately alongside,fronting onto Walton Road.Both proposals see the
redevelopment of the stadium in the context of a wider redevelopment of the locality-a vi-
sion that could help regenerate the economic vitality of the whole area.
Both options also allow for a phased renewal that would enable Everton FC to continue to
play at Goodison Park whilst redevelopment work was carried out.

A NEW GOODISON PARK
Despite the tradition, the history, the heroes, the memories and the achievements of Everton Football
Club, the current Ground at Goodison Park is outdated, outmoded and from the outside looks more
like an industrial complex than an exciting entertainment venue.
The main criticisms of the Ground could be summarised as:
• inadequate capacity
• inadequate facilities
• low income generation
• high maintenance costs
• continually upgrading to achieve safety requirements.
A new stadium on the existing site would not only remain as the true focal point to continue the
tradition of Everton as a Football Club, it would also ensure that Everton maintain their reputation as
being at the forefront of innovative stadium development that has been their hallmark for over 100
years.
A new Stadium would provide:
• a national and international venue
• a capacity of 55 000 on the existing site, as part of a wider redevelopment
• kudos for the Club and the City of Liverpool if it was rebuilt - as a completely new Stadium -
on the present site
• excellent uninterrupted views for all spectators
• safe, comfortable and convenient facilities for all spectators
• significantly increased opportunities for income generation
• Significantly increased opportunities for income generation.
provide instant loyalty
• An exciting new building,designed to fit an urban area with a scale that relates to the sur-
roundings.
• a development that could kickstart the regeneration of the local community and local
economy
• a football club that remains the focus of the local community and part of the local fabric
- physically - commercially - and socially
• a developmant that would receive support from the City and Community, and therefore
access to additional funding sources.

DESIGN CRITERIA
A number of criteria have been adopted in order to produce a viable set of proposals that would serve to
provide Everton with a stadium that will take them well into the new millennium and demonstrate that
the Club is a major player in the Premiership,with strong ambitions to remain at the forefront of national
and international soccer.
The main criteria are as follows:
• A capacity of 55 000
This figure was chosen as being the optimum capacity,taking into account the Club’saverage
attendances figures,the supporter’s profile,the anticipated increase in attendances, and the
developments in televised soccer.
• Maintain the existing pitch orientation:

Although not the most ideal it is within the recommended zone for soccer.Maintaining the
same orientation—but taking the opportunity of moving/adjusting the grass surface
during phased developments—allows the Ground to be redeveloped in phase.A playing area
Of 68m x 105m has been allowed for in accordance with both FIFA and UEFA’s
recommendations for World Cup and European Championship finals.
• Provide optimum conditions for all spectators:

The design of the seating decks will provide unobstructed views of the whole of the playing
surface with both sightlines and seating in accordance with FSADC recommendations.
The immediate surrounds also comply, but which keep the spectators as close to the
pitch as possible
• Provide good facilities for all spectators:

the design allows for incorporating additional features over what is normally provided,
including supporters clubs’ bars and lounges - some with pitch views - but intended to attract
supporters to the Ground earlier and increase the spend per head.
• Provide commercial areas for maximum income generation:
the design allows for an intermediate middle tier that can be used as a premium seating area -
backed
backed by either lounges,hospitality boxes or suites - all with pitch views—providing a total of
approximately 6000 seats that can be sold in premium commercial packages.
In addition,there are further areas that can be used to provide commercial ticketed packages
should the demand be generated.
backed by either lounges,hospitality boxes or suites - all with pitch views—providing a total of
approximately 6000 seats that can be sold in premium commercial packages.
• A phased redevelopment:
By phasing the renewal of the Stands it will be possible to enable Everton to continue to
play all their matches at Goodison Park maintaining a minimum capacity of 30 000 at
any one time.
• Create a new Ground uniquely Everton FC

Provide an exciting,impressive design that is at the forefront of Stadium design whilst
maintaining features that are uniquely associated with Goodison Park and evoke the
atmosphere and traditions of the past.
OPTION STUDIES
Two options have been investigated to help determine the most appropriate form of development and
general arrangements that would achieve the clubs objectives.
Option One:
This option provides for a significant commercial component within the footprint of the new
stadium, with the surrounding areas laid out for car parking and the creation of open spaces.
There are existing current models where commercial developments are located within a major soccer
ground, and run as separate businesses from the main host. They are managed in a way that allows
complimentary use between their operations and the soccer club.
This form of development ensures that a stadium would be full of activity for large periods of time
on normal non-match days, helping to ensure its closer integration into the community
Option Two:
In this option the commercial development is provided as a stand alone development fronting onto
Walton Lane , with car parking provided at semi-basement level within the footprint of the new
stadium. This is perhaps a more conventional arrangement , and again is now to be found at a number
Of new grounds around the country.

IMPACT OF REDEVELOPMENT
Redeveloping on exactly the same footprint would not allow for increase in capacity or for the provi-
sion of adequate corporate or commercial facilities . Neither would it provide an appropriate setting
for the type of stadium that the club wish to develop. It would be essential for the club’s future to se-
cure a larger site area and consider the redevelopment of the whole of the site bounded by Goodison
Road , Gwladys Street and Walton Lane.
Doing so would allow for the following:
• More space around the stadium for spectators to move freely and safely.
• Reduce the impact of the height of the new stands by moving the stadium further away from
the houses on Goodison Road and Gwladys Street.
• Provide a more appropriate and fitting setting for a new stadium.
• Reduce the conflict of large volumes of spectators on the surrounding arrears.
• Allow for associated commercial development that would compliment the new stadium
development and help start the regeneration of the area.
• Provide significant opportunities for real community involvement with the club.
• Demonstrate a significant improvement in the physical fabric of the area and a provide a mas-
sive improvement in the overall visual amenity.
The consequences of this wider redevelopment are very significant and can only be achieved if there
is a genuine partnership involving the club ,the city and the community to deal with the issues raised.
The Club would require the strong support of the City Council to help achieve their objectives in re-
developing their existing ground .Equally the Club will need to demonstrate that it is prepared to help
contribute to the problems posed in these proposals ,and the community would needt to understand
the longer term benefits that could accrue.
A significant start could be made by relocating the existing Gwladys Street School and providing a
brand new school on a nearby site already owned by the club. This site would also provide an oppor-
tunity to build new houses that would replace 40% of the houses affected by these proposals . Further
investigation needs to be done to establish whether there are suitable sites in the immediate vicinity
to replace the remaining houses affected.
There are a number of other very significant aspects involved that would be beyond the resources of
the Club alone and would need assistance from the City Council and the community .But redevelop-
ment of the whole site would act as a catalyst to the economic regeneration of the area and halt the
spiral of decline that has begun to gather pace.

Goodison For Everton Study

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GOODISON FOR

REDEVELOPMENT OF GOODISON PARK

This Feasibility Study attempts to demonstrate how it would be possible to redevelop

regenerate the economic vitality of the whole area.

Goodison Park whilst redevelopment was carried out.

like an industrial complex than an exciting entertainment venue.

The main criticisms of the Ground could be summarised as:

• low income generation

• high maintenance costs

• continually upgrading to achieve safety requirements.

A new Stadium would provide:

• a national and international venue

• a capacity of 50 000 on the existing footprint, or a capacity of 55 000 if part of a wider

• excellent uninterrupted views for all spectators

• safe, comfortable and convenient facilities for all spectators

• significantly increased opportunities for income generation

provide instant loyalty

- physically - commercially - and socially

access to additional funding sources.

The main assumptions were as follows:

• Maintain the existing pitch orientation:

• Provide optimum conditions for all spectators:

• Provide good facilities for all spectators:

CROSS SECTION OF STAND

• Create a new Ground uniquely Everton FC

CURRENT GROUND CAPACITY: 40 179

Comprising: Main Stand 12 402

• Additional commercial potential

• A more appropriate setting

New build stadium: £810/seat

OPTION 1 - 50 000 seat capacity: £37.5 million

OPTION 1 - 50 000 seat capacity: £32.13 million

The aim of this financial review is to:

build,as Appendices 1 and 2 show.

GOODISON FOR EVERTON CAMPAIGN

GOODISON FOR EVERTON CAMPAIGN

GOODISON FOR EVERTON CAMPAIGN

GOODISON FOR EVERTON CAMPAIGN

REDEVELOPMENT OF GOODISON PARK

REDEVELOPMENT OF GOODISON PARK

income in addition to that previously assumed in the main Feasibility Study.

studies are required to test and confirm these assumptions.

effect on Everton Football Club’s ability to fund the whole project.

relocation to a new greenfield(?) site, these are:

required to develop a new site

providing a new Stadium

obtaining approval for a stadium on a new greenfield(?) site

planning consents on commercially valuable land.

are based upon the following assumptions:

annual income of £500 000 - or a capital sum of £2.5million structured as front-end

contributions to coincide with development phases

Premiership Clubs of comparable status would be in the order of 50 hospitality boxes.

of £650 000 per annum.

sum of £22 500 x 50 x 3 = £3 375 000, again, structured as front-end contributions to

coincide with development phases.

available or be of any significance in the funding of a redeveloped Goodison Park on a

purely soccer base.

REDEVELOPMENT OF GOODISON PARK

The land adjacent to the proposed Stadium - approximately 5 acres - is assumed to be

capable of being acquired for £5 million.

allow for a 55 000 capacity Stadium, will be realisable.

the total requirement.

The potential capital contribution could therefore comprise the following: